What do you think happens to all the “ugly” veggies and bruised fruits you don’t want to buy? Well, they’re all thrown out–as if we didn’t make enough waste already. But how do we even decide what a perfect apple or carrot is? Produce is all equally nutritious, regardless of a small brown spot or an unusual shape.

Thankfully, a juice company in Quebec called Loop knows that these ugly fruits and veggies are really diamonds in the rough, and is ready to start making cold-pressed juice from rejected produce. The juice company will sell each bottle of juice (which has around 1 1/2 cups per bottle) for only $4.95.

Loop owners Julie Poitras-Saulnier (who is a sustainability speciality), Frédéric Monette and David Côte are planning on saving rejected produce by collecting them from a local produce distribution company. We’re very tempted to call them fruit and veggie heroes.

And if you weren’t already impressed by Loop, you’re about to be. The company has also committed itself to cutting down on waste from produce almost entirely. For instance, even the leftover pulp from the fruits and veggies after being juiced is given to a company that makes dog and cat food. Isn’t it heartwarming to see people make an effort to save on waste?

Loop juice is launching July 11, and will be available in grocery stores (like Sainsbury’s and Metro) across Quebec. We tip our hats to Loop for showing us that ugly fruits and veggies really can be beautiful.

WATCH: This incredibly easy food hack will help keep your fruits and vegetables fresher for longer.